'Promises'

For Sam Smith and Calvin Harris’s Promises, I led the creative direction for the single’s campaign, including a documentary exploring voguing culture and Sam’s personal journey. Authentic casting was crucial; I collaborated with NYC’s voguing scene to cast dynamic performers alongside supermodel Winnie Harlow. The music video, amassing over 19 million views, captured an explosive energy while the accompanying documentary deepened the narrative, connecting audiences to the vibrant underground nightlife world.

documentary trailer

documentary

Official music video

photography

casting

Casting was a pivotal element in bringing this project’s vibrant underground nightlife world to life. To ensure authenticity, I collaborated with choreographers from New York’s voguing scene, conducting an audition process that led to a core group of 10-15 voguers. To elevate the glamour, we cast supermodel Winnie Harlow, whose presence added star power to the ensemble. Complementing this were dynamic performers, including renowned drag queens and iconic LA-based fashion designers No Sesso and Bebet, who infused the cast with creativity and individuality, embodying the explosive energy of the voguing culture.

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